Technical / White Paper

Challenger Brands and Challenger Products: Creating Flavors that Intrigue

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Format: PDF file | Document type: Technical / White Paper

Challenger Brands and Challenger Products: Creating Flavors that Intrigue

The food industry has seen a number of industry-wide shifts over its history, but perhaps none more important than the current trend toward challenger branding and specialty products. Consumers increasingly value brands that offer something different. The result has been notable growth for startups or other challenger brands, with established firms seeking out acquisitions or other techniques to compete.

In order to position your brand for success, it is critical to understand the context for industry changes, as well as the roles of brand positioning and product development. Download this white paper for analysis of each element and product ideas using intriguing ingredients by Parker Products.

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